Projects
- Jose Cuervo - Bullet Problem: Following the use of our proprietary diagnostic approach, we identified a range of category issues that Jose Cuervo could resolve, then own. A core problem is that a Tequila shot needs to be served cold without dilution, yet it is stored ambiently, making it warm. Solution: At the heart of our approach were three core design mandatories; avoid dilution, make it intuitive to use and ensure it made the product cold quickly. We modelled and developed each problem separately, then brought them together into a single device. Using the category codes of the classic cocktail shaker, a Tequila Shot Shaker named 'Bullet' was born. It allowed for a multi-serve solution - up to 8 shots - to take room temperature Tequila down to four degrees within 20 seconds. The Bullet increases brand visibility in the combined visual and audible spectacle of the barman shaking the device. It also injects innovation into a classic category. See more of the process
- Jose Cuervo - Shot Glass Problem: A shot glass, the once iconic symbol of Tequila, is increasingly used by a plethora of other drinks, all competing in the same space. The loss of this icon is a loss to the Tequila category and doesn’t help the bar call. A round of Tequila has simply become a round of shots. Our challenge was to help Tequila reclaim the shot glass for itself. The real issue behind the problem was identified using our proprietary diagnostic approach. We needed to reclaim the glass for the consumers’ benefit, solving their problems, rather than the brand’s. The problem we identified was a logical one; tequila shots have three elements for consumption (salt, lime and tequila), yet we only have two hands. Solution: We designed a glass with an ‘active purpose’ in the shot-drinking process. It has a ‘V’ shape cut into the rim of the glass for a slice of lime to sit securely in place, leaving the spare hand for the salt. This design reclaimed the shot glass for tequila as the shape wouldn’t make sense with any other drink. See more of the process
- Tekio Problem: The inflexibility of light to meet the needs of architects and specifiers, whether for way-finding, focal points or aesthetic ambience. Solution: On a trip to the Far East in 2010, our Creative Director was inspired by traditional ‘Chochin’ paper lanterns which date back to the 10th century. Tekio, which means adaptation in Japanese, is a modular lighting system made of paper wrapped over frames supporting dimmable LED’s. The individual modules are connected to build a huge variety of
Skills
- Product Design
- Innovation
- Trade Marketing